From 4Ps To 4Cs Marketing Mix
The traditional 4Ps of marketing focused on what businesses sell and how they promote it. The 4Cs shift that perspective to what customers actually experience. By prioritising consumer needs, total cost, convenience, and genuine communication, brands move from broadcasting messages to building meaningful connections. In a crowded digital landscape, this customer-first mindset is what separates brands that are noticed from those that are remembered. At Digital Elements, the 4Cs framework is used to transform outdated marketing thinking into modern, experience-driven strategy.
TRANSCRIPT
Hi, I’m Amy from Digital Elements.The 4Ps of marketing — Product, Price, Place, and Promotion — have guided marketers since the 1960s. But by the early 1990s, Bob Lauterborn proposed a shift — one that put the customer, not the company, at the centre.He called it the 4Cs: Consumer, Cost, Convenience, and Communication.And while the idea isn’t new, it’s never been more relevant.In today’s world of constant noise — ads, posts, and campaigns everywhere — what cuts through isn’t more marketing, it’s meaningful connection.Product becomes Consumer — focused on real human needs.Price becomes Cost — the total value from their perspective.Place becomes Convenience — seamless, accessible experiences.And Promotion becomes Communication — authentic, two-way dialogue.These aren’t just principles — they’re the difference between being noticed and being remembered.At Digital Elements, we help brands bring this mindset to life — transforming old frameworks into modern experiences that connect.I’m Amy, and this is the Digital Elements Vlog — where insight meets motion.